This study predicts Hispanic consumer’s willingness to buy genetically modified (GM) ethnic produce. Specifically,
this paper analyzes the effects of Hispanic consumers’ socio-economic characteristics and their expressed value judgments
on their willingness to buy genetically modified ethnic produce using an ordered probit model. An ordered probit
model framework is used and the dependent variable is defined with three possible answers which include willing,
indifferent, and less willing to buy genetically modified ethnic produce. The results from the analysis can be used by
GM produce growers and marketers to target consumers.